Leo Indonesia Creates McDonald's 35-Year Anniversary Film
McDonald's Indonesia and Leo Indonesia launch 'The Boat' film celebrating 35 years with 10.5M views. How the campaign balances global brand consistency with local cultural authenticity.
McDonald's Indonesia has launched a campaign film titled "The Boat" to mark its 35th anniversary in the country, created in partnership with local agency Leo Indonesia.
Campaign Film Centers on Indonesian Values
The film stars Indonesian actor Ario Bayu and was directed by Dimas Djayadiningrat. It serves as the centerpiece of McDonald's year-long Sepenuhnya Indonesia (Wholeheartedly Indonesia) campaign. The initiative emphasizes shared values including unity in diversity, sincerity, generosity, inclusivity, positivity, and gotong royong, the Indonesian concept of communal cooperation.
The film uses a boat carrying passengers through time and space as its central metaphor. This represents the collective journey of Indonesia and McDonald's Indonesia, with people from diverse backgrounds united by common values.
The campaign has generated over 10.5 million views across YouTube and streaming platforms. Caroline Kurniadjaja, Associate Director of Marketing at McDonald's Indonesia, explained the campaign's focus: "Instead of showcasing our achievements thus far, we wanted to pay tribute to the country we all truly love. McDonald's Indonesia is deeply rooted in the heart of the nation."
Creative Team Emphasizes Authentic Storytelling
Actor Ario Bayu interpreted the campaign as "a way of doing everything with heart, starting from good intentions, pursued with genuine effort, and resulting in goodness." Director Djayadiningrat emphasized celebrating deeply-rooted values that define us as Indonesians through sincere storytelling.
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The partnership between McDonald's and Leo Indonesia reflects a broader strategy of using local creative agencies to deliver culturally authentic messaging. This approach allows multinational brands to maintain global brand consistency while adapting to local market sensibilities.
Future Plans and Local Commitment
A sequel film titled "Belong" will launch later this year. It will showcase Indonesian values practiced across McDonald's more than 300 stores in the country.
Beyond marketing, Sepenuhnya Indonesia reflects McDonald's long-term commitment to community programs, menu localization, and halal meals. The company sources approximately 76% of raw materials from local farmers and producers, demonstrating investment in domestic supply chains.
The campaign represents how milestone anniversaries can serve as opportunities for multinational brands to reaffirm their connection to local markets through culturally resonant storytelling and partnerships with indigenous creative talent.
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